Facebook is overhauling how data is handled on its platform, and advertisers worry if the move will limit ad targeting.
of Facebook and Google continue to control the bulk of digital ad budgets, and if Facebook's moves result in less advertising data, it's possible that advertisers could pull budgets from Facebook, she said.
The focus on privacy will also shift advertisers' audiences. Encryption entails tech companies passing along and store less data. Advertisers dig into browsing and audience data to power billions of ad campaigns, and moving towards encryption has broad implication on Facebook's revenue that mainly consists of advertising.
"It's leaving open a lot of questions — they didn't address advertising at all because it's complex," she told Business Insider after the keynote."They still have a fruitful advertising business but the play they have with brands could change dramatically."Instead of focusing on advertising, Facebook talked about how it's moving into new areas like payments, messaging and shopping.
Facebook's expansion into commerce and payments could open a new revenue stream, but Martin also noted that it could cause Facebook's clout to grow more as the company is under scrutiny from regulators who want to break up the tech giant.This is a subscriber-only story. To read the full article,
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